Multinational Marketing Management

Fülszöveg

This book introduces a systematic
treatment of marketing on a global
scale. After introducing a conceptual
framework that enables the reader to
deal with the complexity of global
markets, it develops three basic di-
mensions, each of which is funda-
mental to the successful practice of
multinational marketing. The first is
the traditional consideration of the
dimensions of foreign market environ-
ments; the second is the crossing of
national boundaries with elements of
marketing programs (goods, pricing
strategies, and so on); the third is a
new direction—managing marketing
programs simultaneously in two or
more national environments.
The book is fully illustrated with con-
crete examples. Actual cases follow
each chapter, keyed to the chapter
content, and are interesting as well
as pertinent reading.
Multinational Marketing Management
outlines how to set up an interna-
tional market information system to
identify global opportunities and prob-
lems and... Tovább

Fülszöveg

This book introduces a systematic
treatment of marketing on a global
scale. After introducing a conceptual
framework that enables the reader to
deal with the complexity of global
markets, it develops three basic di-
mensions, each of which is funda-
mental to the successful practice of
multinational marketing. The first is
the traditional consideration of the
dimensions of foreign market environ-
ments; the second is the crossing of
national boundaries with elements of
marketing programs (goods, pricing
strategies, and so on); the third is a
new direction—managing marketing
programs simultaneously in two or
more national environments.
The book is fully illustrated with con-
crete examples. Actual cases follow
each chapter, keyed to the chapter
content, and are interesting as well
as pertinent reading.
Multinational Marketing Management
outlines how to set up an interna-
tional market information system to
identify global opportunities and prob-
lems and deals specifically with each
element of the marketing mix: product
policy, pricing, distribution, advertis-
ing, and promotion. Additional mate-
rial is provided on how to plan,
organize, and control an international
marketing program. Throughout, the
(continued on back flap)
(continued from front flap)
book emphasizes marketing in the
multinational enterprise. Its global
orientation includes Latin America,
Asia, and Africa, as well as Europe. Vissza